{"id":554,"date":"2013-10-12T14:41:08","date_gmt":"2013-10-12T14:41:08","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=554"},"modified":"2013-10-12T14:41:08","modified_gmt":"2013-10-12T14:41:08","slug":"upside-down-marketing","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/upside-down-marketing\/","title":{"rendered":"Upside Down Marketing"},"content":{"rendered":"

Most of us have used a version of the marketing funnel to explain to our clients that buying decisions begin at an emotional or subconscious level, and as consumers get closer to the purchase end of the funnel they become conscious of the process and begin to search for facts which validates their emotional choice.
\nEven though we tell our prospects buying begins in the heart and is only rationalized in the head, we use an upside down funnel in our own marketing.
\nMost media account executives try to open the door with logic….rankers, ratings, research before winning the prospect emotionally.
\nDeveloping a strategy for each account that opens the door with laughter, tears or entertainment also works for selling your prospects.
\nYouTube can be one of your best tools for reaching your prospects at an emotional level.
\nWith a little time and effort, you can find a short video that makes the point emotionally, that you’ve been trying to make with statistics and logic.
\nIf you want to persuade a yellow pages advertiser that yellow pages are dead, for example, sending this link \u00a0http:\/\/www.youtube.com\/watch?v=PtrdhEog73w\u00a0<\/a>\u00a0 to the video of Ellen DeGeneres slamming Yellow Pages will make your prospect laugh, and open the door for your logical follow up.
\nIf you want to persuade a client they need better copy to make their advertising work, this link \u00a0http:\/\/www.youtube.com\/watch?v=Wgi0t2ap-us\u00a0<\/a> to a video that demonstrates the importance of choosing the right words in your ads will bring a tear to their eye, touching them emotionally.
\nOver the years I have built an old paper file full of jokes and stories I use in sales training workshops or send to prospects to make my points emotionally. Over the last few years I’ve started to build the same types of files with online stories, jokes and videos.
\nEach story, joke and video is filed by the point they make. They touch prospects emotionally, opening the door for my logical appeals.
\nFinding ways to use the same marketing funnel we tell our clients to use, with emotions at the beginning and logic at the end, can also serve you well.
\nThis is just one of the strategies we use to open new prospects’ doors. You can contact\u00a0Peter@wensmedia.com<\/a>\u00a0to inquire about our sales workshop for your broadcast association or annual corporate sales meeting to help increase your sales in 2014 and beyond.<\/p>\n","protected":false},"excerpt":{"rendered":"

Most of us have used a version of the marketing funnel to explain to our clients that buying decisions begin at an emotional or subconscious level, and as consumers get closer to the purchase end of the funnel they become conscious of the process and begin to search for facts which validates their emotional choice. […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-554","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/554","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=554"}],"version-history":[{"count":6,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/554\/revisions"}],"predecessor-version":[{"id":560,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/554\/revisions\/560"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=554"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=554"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=554"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}